Inclusive Marketing strategies — Joyann Boyce // Arima & Co

Joyann Boyce, Founder of Arima & Co, talks about the importance of inclusive marketing. As the TikTok generation grows older and audiences become more diverse, inclusive marketing will need to be part of your marketing arsenal. While it’s easy for us as marketers to default to stereotypes, thinking about how we can get our campaigns to touch as many people as possible, is where the magic really is. Today, Joyann discusses creating inclusive marketing strategies.
About the speaker

Joyann Boyce

Arima & Co

 - Arima & Co

Joyann is Founder of Arima & Co

Show Notes

  • 02:40
    Considerations when creating an inclusive marketing strategy
    Start with an audit to know what your representation is and how people perceive your brand online. Consider your websites accessibility for persons with disabilities.
  • 04:37
    How to figure out diversity and inclusion in your marketing
    To gauge the impact of diversity and inclusion efforts, you have to track it. Look through your website and socials for perceptions and feedback on what your digital presence is.
  • 07:17
    Targeting in your creative and your marketing efforts
    Ultimately, its about the emotions youre attempting to create. While keeping the story true, start to think about how to make the story touch as many people as possible.
  • 09:44
    Maximizing marketing ROI through inclusive marketing
    Tell the same story using different individuals as the lead to extend a campaign's reach. Use influencers from marginalized or underrepresented backgrounds for higher engagement levels.
  • 12:19
    Balancing a companys values with marketing product and services
    A companys mission and values should lead their marketing efforts. Sharing the story behind your product will help you connect with the upcoming generation and future proof your business.
  • 13:54
    Ensuring inclusion and diversity are part of your ongoing marketing strategies
    Firstly, make it everyones responsibility through training. When working with agencies, request diverse influencers and content. Build inclusive copy guides for words that should be avoided.

Quotes

  • "For your inclusive marketing strategy, start with an audit. Know where you are, what your representation is, where you stand, and how people perceive your brand online." -Joyann Boyce, Founder, Arima & Co

  • "If you can find anyone speaking about your brand in a bad way, unfortunately, that's helpful. It's an honest-ish opinion of how your digital presence is." -Joyann Boyce, Founder, Arima & Co

  • "If we start to think, how can we make this touch as many people as possible, but keep the story true, then we get so much more beauty." -Joyann Boyce, Founder, Arima & Co

  • "There are so many campaigns out there that tug a string at your heart. And then you notice the people in it. Then you noticed that it was an Asian guy leading." -Joyann Boyce, Founder, Arima & Co

  • "If you can tell the same story using different individuals as the lead, you can extend the reach of that one campaign without having to re-shoot it every single time." -Joyann Boyce, Founder, Arima & Co

  • "If you were to work with 10 influencers from marginalized backgrounds, you might get a higher ROI than you would working with Kim Kardashian. Those people are trusting because they have a belief." -Joyann Boyce, Founder, Arima & Co

About the speaker

Joyann Boyce

Arima & Co

 - Arima & Co

Joyann is Founder of Arima & Co

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